Alright – so today we’ve got the honor of introducing you to Rie Nakasone. We think you’ll enjoy our conversation, we’ve shared it below.

Alright, Rie thanks for taking the time to share your stories and insights with us today. One of the most important things small businesses can do, in our view, is to serve underserved communities that are ignored by giant corporations who often are just creating mass-market, one-size-fits-all solutions. Talk to us about how you serve an underserved community.

KIKI Japan serves an underserved community: pet parents who value high-quality, culturally meaningful pet accessories. I know this because I was one of them. When I first looked for a pet bandana for my dog, Kiki, I was disappointed by the lack of options that reflected my Japanese heritage and met my standards for quality and craftsmanship. I couldn’t find anything that felt unique, meaningful, or durable enough to truly represent the bond I share with my dog.

One story that stands out is from a customer with Japanese heritage who said, “My search for a distinctive bandanna for my good boy is finally over! The Japanese fabric used in making this bandanna is gorgeous and such high quality. I love that the print represents my heritage.” This reflects my own experience and highlights the challenge faced by many others: finding pet products that celebrate both their pets and their identity.

This matters because pets are more than just companions—they’re family. And as pet parents, we want the items we choose for them to reflect that love. KIKI Japan bridges this gap by offering products that combine authentic Japanese designs, exceptional craftsmanship, and sustainable practices like using scrap fabrics.

Through KIKI Japan, I’ve turned my own frustration into a solution for others, helping pet parents express their individuality and love for their pets in a meaningful way.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I’m Rie, the founder of KIKI Japan, a brand inspired by my love for dogs and fashion. I’ve loved dogs for as long as I can remember, and they’ve always been an important part of my life. My dog, Kiki, is like a baby to me and has been the heart and inspiration behind everything I do.

Originally from Japan, I came to the United States to study business and fashion with the dream of becoming an apparel buyer. While I ultimately focused on studying business, my passion for fashion never faded. It was only when I combined my love for dogs with my interest in fashion that I discovered my true calling.

At KIKI Japan, I create high-quality pet accessories, such as bandanas and matching pocket tees, that celebrate Japanese-inspired designs and sustainable practices. One of the challenges I aim to solve is the lack of unique, meaningful, and high-quality pet accessories on the market. As a dog lover, I knew how frustrating it was to only find generic designs that didn’t reflect the special bond I share with my pet or my cultural heritage. I wanted to change that.

What sets KIKI Japan apart is our commitment to thoughtful design, sustainability, and celebrating individuality. Our products feature Japanese-inspired patterns that I design, and many items are crafted from scrap materials to reduce waste. Each piece is designed to be both stylish and durable, ensuring they’re not only beautiful but also built to last.

I’m most proud of the way our products resonate with our customers. Hearing stories from pet parents who feel seen and appreciated because of our designs is incredibly fulfilling. One customer shared how much they loved finding a bandana that reflected their Japanese heritage and their pet’s individuality. Moments like these remind me why I started KIKI Japan—to create something meaningful for people and their pets.

For anyone new to KIKI Japan, I want you to know that our mission goes beyond creating beautiful accessories. I’m driven by a personal goal to “create a world where all dogs are happy and safe.” Through my work, I hope to spread joy, celebrate individuality, and inspire a deeper appreciation for the bond we share with our furry family members.

Have you ever had to pivot?

One of the most significant pivots in my business journey came early on when I realized I wasn’t connecting with my target market at farmers markets. When I first started KIKI Japan, I thought farmers markets would be a great place to showcase my products, but over time, it became clear that I wasn’t reaching the right audience. Most visitors were there for fresh produce, but not necessarily unique pet accessories inspired by Japanese designs.

This realization was tough because farmers markets require a lot of preparation, time, and energy. Despite my efforts, I wasn’t seeing the results I had hoped for. That’s when I decided to rethink my approach and find spaces where my target customers were more likely to be—people who love anime, Japanese culture, and unique, high-quality designs for their pets.

I started vending at anime conventions and Japanese-related festivals, and the difference was immediate. These events brought together people who were not only interested in Japanese culture but also excited to discover products that reflected that passion. I met customers who shared my love for Japanese designs and were thrilled to find accessories that helped their pets stand out. This shift allowed me to connect with my ideal audience in a meaningful way and significantly boosted my brand’s visibility.

This pivot taught me the importance of truly understanding where your audience is and being willing to adjust your strategy to meet them there. It was a challenging but rewarding decision that continues to shape how I approach my business today.

We’d love to hear your thoughts about selling platforms like Amazon/Etsy vs selling on your own site.

I sell primarily on my own website. This decision came from my desire to create a dedicated space where I could fully control the branding, customer experience, and storytelling behind KIKI Japan. My website allows me to showcase my products in a way that highlights their unique Japanese-inspired designs, sustainable practices, and the love for pets that fuels my work.

One of the biggest pros of selling on my own site is that I can build a direct relationship with my customers. I can tell my story, engage with my audience, and offer tailored shopping experiences that reflect the essence of KIKI Japan. It also gives me the freedom to experiment with promotions and exclusive offerings, like limited-time deals for newsletter subscribers.

However, there are challenges. Driving traffic to my website requires ongoing effort, whether through social media, email marketing, or in-person events like anime conventions and Japanese festivals. Unlike platforms like Amazon or Etsy, which have built-in audiences, I have to work harder to attract potential customers.

On the flip side, platforms like Etsy or Amazon offer exposure to larger audiences but come with trade-offs. Sellers often face higher fees, more competition, and less control over branding and customer relationships. While I’m open to exploring these platforms in the future for additional exposure, my priority remains creating a brand experience that feels authentic and personal.

Ultimately, selling on my website reflects the heart of KIKI Japan: a passion-driven, community-focused brand built around the love of dogs and Japanese-inspired design.

Contact Info:

• Website: https://kikijp.com/
• Instagram: https://www.instagram.com/hellokikijapan/
• Facebook: https://www.facebook.com/hellokikijapan/
• Youtube: https://www.youtube.com/@hellokikijapan